Increasingly our devices know where we are and are able to share that information. This is a trend that will enable many new services, but at the same time puts the consumer and the service provider at risk. The consumer is at risk of their "future self" forgetting that they are being tracked and then having their location being recorded unintentionally. The company is put at risk just by having this data stored. If they have user data then it is subject to subpoena or unintentional releases. The EFF has weighed in on this trend with a timely whitepaper.